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Customer Experience-Driven Service Brand Building
Author(s): 
Pages: 16-20
Year: Issue:  6
Journal: NANKAI BUSINESS REVIEW

Keyword:  服务过程顾客体验体验品牌;
Abstract: 创建强势服务品牌是服务企业实现差别化竞争优势的重要手段。本文在对现有研究成果进行历史性回顾的基础上,从服务的过程属性出发,阐述了服务企业品牌建设的焦点应该是顾客体验的观点,然后探讨了通过塑造顾客体验来创建服务品牌的策略。
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